Increasing Content, Same Price... KGC Insamgongsa Launches Renewed 'Jeonggwanjang Cheonnok'

'Jung Kwan Jang Cheon Nok W' product image.

[Asia Economy Reporter Seungjin Lee] KGC Ginseng Corporation announced on the 18th that it has relaunched its premium deer antler brand, ‘Cheongkwanjang Cheonnok’.

‘Cheongkwanjang Cheonnok’ means ‘precious deer antler bestowed by the heavens’ and is a brand newly created with over 100 years of Cheongkwanjang’s expertise in deer antler.

The renewed products include four types: deer antler concentrate ‘Cheonnokjeong’, stick-type product ‘Cheonnokjeongpyeon’, liquid pouch ‘Cheonnokton’ containing rehmannia glutinosa and goji berry, and women’s customized deer antler ‘CheonnokW’. Although the deer antler concentrate content was increased by 28% compared to existing products, the price was frozen to offer better cost-effectiveness.

Since its launch in 2014, ‘Cheongkwanjang Cheonnok’ has maintained a rapid growth rate of 175% annually, surpassing 300 billion KRW in sales as of 2020. The newly launched ‘CheonnokW’ last year is a customized deer antler product for women, containing the four medicinal herbs (sawul) of rehmannia glutinosa, peony, cnidium, and angelica, as well as female-specialized ingredients such as lotus seed, mugwort, motherwort, and pine sprout, leading to increased sales.

Cheongkwanjang attributes the popularity of ‘Cheonnok’ to its premium deer antler. The quality of deer antler is divided into 30 detailed grades including SA, A, B, and C. The highest grade, called ‘SAT’, meets all stringent conditions such as antler thickness, length of split bones, length of main branch, weight, and characteristics. ‘Cheonnok’ uses 100% SAT deer antler grown naturally.

With seven patented technologies related to deer antler and a thorough eight-step raw material management standard (direct contracting, management, safety verification, quality verification, drying management, drying inspection, selection, quality inspection), Cheongkwanjang has earned great love from consumers.

Lee Hong-gyu, Brand Director of KGC Ginseng Corporation, said, “‘Cheongkwanjang Cheonnok’ is creating history in the deer antler market by offering the highest quality to customers,” adding, “We renewed the brand to repay customers with Cheongkwanjang’s core value of wishing for better health.”

This content was produced with the assistance of AI translation services.